Materialism fuels youth crime levels

Speaking at the Association of Chief Police Officers' annual youth justice conference last week, Heidi Watson said young people were influenced by what they saw on TV, leading them to crave a lifestyle they cannot afford.

"Materialism is far too often what drives behaviour," she said. "With marketing by big brands and advertising power young people believe they need the most expensive designer labels, cars, bling. What happens when you can't afford it? Take it off those who can."

Watson, who is also chief executive of crime reduction charity New Destiny Trust, said materialism had been allowed to rule our society and violence is filling our screens.

She said the glamorous life often associated with crime needed to be stamped out.

"We've got to change the culture made fashionable to young people through music, screen and video games," she said. "A lot of adults accept that trend as irreversible. We don't accept it."